Seeland

What Seeland does

Seeland is a Danish hunting and outdoor apparel company founded in 1987 and headquartered in Greve, Denmark, operating under the legal entity Outfit International A/S. The company designs and sells hunting clothing, boots, caps, and accessories for men, women, and children across both dedicated hunting disciplines (stalking, bird shooting, driven hunt, high seat, dog handling) and broader outdoor use cases. Its product portfolio is organized into specialized series — including Elements, Avail, Celsius, Chaser, Skeet, Woodcock, Hawker, Polar Max, and others — and is anchored by two proprietary technologies: the SEETEX® waterproof, windproof, and breathable membrane (certified to 10,000/10,000 water column and breathability) and the InVis® fractal-based camouflage pattern co-developed with camouflage expert Guy Cramer.

Seeland generates revenue primarily through direct-to-consumer e-commerce sales via its regional websites (including a localized US storefront at seeland.com/en-us) supplemented by a multi-region European dealer and retailer network accessed through a store finder. Pricing follows a unit-pricing model across a broad SKU range from approximately €9.95 for entry accessories to €299.95+ for premium jackets, with electronic gift cards offered in preset denominations. The company also markets through Instagram, Facebook, YouTube, and email newsletter channels using community-driven engagement (e.g., #seeland_official), and has emphasized a 'for women, by women' product development approach for its dedicated women's hunting line.

Operationally, Seeland is a privately held company with no disclosed funding rounds, no mobile applications, no public API, and no disclosed AI/ML capabilities. Contact and customer service are routed through [email protected] and a Danish phone line; managing partner Johann Evers is the named senior leader. Distribution covers Europe (with Denmark as the primary market) and the United States, and the company supports a 90-day return policy on direct orders.

Name

Seeland

Legal name

Outfit International A/S

Website

https://seeland.com

Company type

Private

Founded year

1987

Operating status

Operating

Short description

Seeland is a Danish hunting and outdoor apparel company (founded 1987, Greve, Denmark) that designs and sells proprietary hunting clothing, boots, and accessories for men, women, and children via DTC e-commerce and a European dealer network.

Ownership category

akta.pro rank

Product category

Hunting & Outdoor Apparel

NAICS

Apparel Manufacturing (315), Apparel Accessories and Other Apparel Manufacturing (31599), Footwear Manufacturing (3162), Footwear Manufacturing (31621), Apparel Accessories and Other Apparel Manufacturing (3159)

SIC

Footwear, (No Rubber) (3140), Rubber & Plastics Footwear (3021), Women's, Misses', And Juniors Outerwear (2330), Men's & Boys' Furnishgs, Work Clothg, & Allied Garments (2320), Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Hunting Clothing, Footwear & Camouflage Retail (CRAMAKAD)

akta.pro secondary industries

Outerwear & Cold-Weather Apparel Manufacturers (CRAAAAAI), Hunting Accessories & Field Gear Retail (Calls, Decoys, Blinds, Game Cameras) (CRAMAKAE), Outdoor Clothing & Footwear Retail (Camping/Hiking/Climbing) (CRAMAMAK), Sports, Outdoor & Adventure Packs Manufacturing (Backpacks/Duffels) (IMAOAHAE), Waders, Apparel & Footwear for Fishing Retail (CRAMALAL)

Keywords

• Hunting apparel
• Outdoor clothing
• Hunting equipment
• Camouflage gear
• Waterproof membrane

Headquarters

HQ city

Greve

HQ country

Denmark

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Direct Product Sales: Seeland generates revenue through direct-to-consumer sales of hunting and outdoor apparel and gear via its e-commerce platform and dealer network. Products are sold as one-time purchases across multiple categories including jackets, trousers, accessories, and boots.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Seeland designs, manufactures, and sells hunting and outdoor apparel and gear, including jackets, trousers, breeks, waistcoats, fleeces, base layers, shirts, gloves, socks, hunting boots, rubber boots, caps, beanies, and accessories, for men, women, and children. Its offering is built on proprietary SEETEX® waterproof/windproof/breathable membrane technology and the InVis® fractal-based camouflage pattern, organized into activity-specific series (high seat, stalking, bird shooting, driven hunt, dog handling, casual/outdoor) and sold directly via e-commerce and through a dealer network across Europe and the United States.

Product overview

Seeland is a hunting and outdoor clothing company offering a comprehensive portfolio of apparel and gear. The product lineup spans multiple categories including hunting jackets, trousers/breeks, waistcoats, fleeces, sweaters, shirts, T-shirts, rainwear, base layers, headwear, gloves, socks, and boots for men, women, and children. Key proprietary technologies include the SEETEX® Membrane (waterproof, windproof, breathable membrane certified up to 10,000/10,000 water column) and InVis® Camouflage (fractal-based concealment technology developed with Guy Cramer). Products are organized into specialized series such as Elements (versatile outdoor), Avail (stalking/camouflage), Celsius (heat technology), Chaser (active hunting), Dog Active (dog handling), Skeet (shooting), and Woodcock (premium classic). The company also offers gift cards as a separate product line. Gear extends beyond clothing to include hunting bags, backpacks, and rubber boots with various insulation options.

Differentiator

Problem solved

Functional benefit

Products and services

• Chaser Jacket Bestseller hunting jacket designed for versatility across hunting activities, featuring SEETEX® membrane and functional pocket solutions, targeted at male hunters.
• Celsius Heat Jacket Insulated hunting jacket with heat-retaining Thinsulate™ technology for cold weather and high seat hunting, targeted at male hunters needing thermal retention during long stationary waits.
• Seeland Gift Card Electronic gift cards available in preset denominations (€25, €50, €100, €150, €250, €500) for purchasing hunting apparel, gear, and accessories from the Seeland online shop.
• Men's Hunting Jackets Extensive range of waterproof, windproof, and breathable men's hunting jackets for all hunting types including active hunts, bird shooting, stalking, and high seat hunting.
• Men's Hunting Pants and Breeks High-performance men's hunting trousers and breeks with comfort, durability, and functionality, available in traditional and InVis® camouflaged options.
• Men's Hunting Waistcoats Men's hunting and shooting waistcoats offering comfort, practicality, and durability for skeet shooting, dog training, and additional warmth during hunts.
• Men's Hunting Fleeces Versatile men's fleece jackets and mid-layers that function as outer layers in warmer months or mid-layers in colder conditions, providing warmth and breathability.
• Men's Hunting Sweaters and Jerseys Men's hunting sweaters, jerseys, and hoodies designed for hunting and everyday wear with warm, stylish qualities for mix-and-match functionality.
• Men's Hunting and Outdoor Shirts Classic and modern men's hunting shirts for shooting days and outdoor activities, offering comfort and functionality in traditional and contemporary styles.
• Men's T-Shirts and Polos Men's T-shirts and polos ranging from traditional cotton-styled options to advanced base-layer designs with stretch and quick-dry abilities for active hunts.
• Men's Rainwear Waterproof men's rain jackets and pants for hunting and outdoor activities, providing protection against wet conditions during hunts.
• Men's Base Layers Technical men's base layers designed for long days in the field, managing moisture and keeping the core warm during changing weather and activity levels.
• Men's Beanies and Caps Men's hunting caps and beanies offering head protection from cold and sun, available in various styles including camouflage patterns.
• Hunting Gloves Hunting gloves offering protection, camouflage, and dexterity for cold-to-hot weather conditions, with features such as trigger finger design and low-noise materials.
• Hunting Socks Technical hunting socks with moisture-wicking technology and insulating materials designed to keep feet dry, warm, and comfortable in various weather conditions.
• Hunting and Hiking Boots Durable hunting and hiking boots including rubber boots with waterproof protection, insulation, and advanced traction technology.
• Rubber Boots Waterproof rubber boots for hunting and outdoor activities featuring natural rubber construction, reinforced durability, and options with neoprene or nylon lining.
• Women's Hunting Clothing Complete range of women's hunting apparel including jackets, pants, and accessories, designed by women for women ("For women, by women") with durability and functionality as priorities.
• Women's Hunting Jackets Technical women's hunting jackets with comfort, functionality, and style, featuring waterproof SEETEX® membrane and InVis® camouflage options.
• Women's Hunting Pants Women's hunting pants tailored for performance, functionality, comfort, and style with options for all seasons, including waterproof and outdoor designs.
• Kids' Hunting Clothing Children's hunting clothing including trousers and breeks, jackets, shirts, and fleeces designed for young hunters, with durability, weather protection, and functionality suitable for younger wearers.
• Hunting Equipment (Bags & Gear) Hunting equipment including hunting bags, backpacks, and other accessories used by hunters in the field.
• Elements Collection Versatile outdoor clothing collection suitable for hunting and general outdoor activities, emphasizing multi-functionality and comfort across hunting and casual outdoor use.
• Avail Collection Product series designed for stalking and active hunting, featuring InVis® camouflage technology and functional design tailored to mobile hunting.
• Celsius Collection Heat-technology series featuring insulated products for cold-weather hunting, including heated gloves, jackets, and waistcoats.
• Dog Active Collection Gear collection designed for dog handling and safety during hunting, featuring extra-durability, high-visibility elements, GPS pocket, and dirt-and-water-repellent treatment.
• Chaser Collection Active hunting series including jackets and trousers designed for stalking with aero camo technology, emphasizing mobility and low-noise performance.
• Skeet Collection Limited-edition shooting series designed for precision, rhythm, and repetition in skeet-shooting disciplines.
• Woodcock Collection Premium hunting collection featuring classic styling and advanced materials for traditional shooting experiences.
• Autumn/Winter 2026 Collection New Autumn/Winter 2026 seasonal product collection launching across Seeland's hunting and outdoor apparel range.
• Fahrenheit Ultimo Down Jacket New down jacket launched in 2026 featuring lightweight insulation for cold-weather hunting, part of the Autumn/Winter 2026 launch wave.
• Woodcock Royale Jacket New 2026 premium shooting jacket in classic style, extending the Woodcock premium hunting collection.
• Venture Edge Trousers New 2026 performance membrane trousers for outdoor use, incorporating Seeland's membrane technology for weather protection.
• Enduro Chair Backpack New 2026 versatile backpack with built-in chair functionality for hunting, allowing hunters to carry gear and sit during long stationary waits.
• Enduro Utility Waist Pack New 2026 waist pack for carrying essential gear and accessories during hunts.
• Skeet Waistcoat - Limited Edition New 2026 limited-edition waistcoat designed specifically for skeet shooting, extending the Skeet limited-edition series.
• Apex One Hundred Neckgaiter New 2026 neck gaiter with maximum-coverage design for hunting in cold weather, providing neck and lower-face protection.

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• Guy CramercoreStrategic or Co-development PartnerCollaboration with camo expert Guy Cramer for development of InVis® camouflage technology. The pattern is based on how the brain interprets surroundings, using fractals found in nature to create effective all-round camouflage for the northern hemisphere.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Barbour: UK heritage outerwear brand with a strong shooting/hunting apparel line alongside lifestyle waxed jackets. Comparable in waxed/weatherproof apparel, womenswear, and rural distribution in Europe and the US.
• Jack Wolfskin: German-based outdoor brand with broad waterproof jacket, fleece, and trail footwear lines that increasingly encroach on the entry-level hunting/outdoor space where Seeland's Elements collection competes.
• Helly Hansen Workwear: Norwegian heritage apparel maker with waterproof shells, insulated outerwear, and ski/hunting-adjacent weatherproof garments. Comparable in proprietary weatherproof membranes and Scandinavian distribution.
• Aigle: European heritage brand known for rubber boots and outdoor apparel, with significant hunting/outdoor footwear overlap to Seeland's rubber boot and apparel offering.
• Fjällräven: Swedish outdoor brand with hunting-tradition roots (polar/agron ranges), durable trousers and parkas, and strong European/US distribution. Comparable weatherproof apparel tech and outdoor end-markets.

Direct peers

• Härkila: Premium Scandinavian hunting apparel brand owned by the same parent (Outfit International A/S). Competes head-to-head across technical hunting jackets, trousers, and camo membranes, serving the same European hunter base.
• Laksen: Scottish premium shooting and hunting apparel brand offering tweed and technical jackets. Comparable to Seeland's premium-end Woodcock and Hawk collections in shooting-day apparel.
• Pinewood: Swedish hunting and outdoor apparel brand offering waterproof hunting clothing, trousers, and accessories for Nordic hunting conditions; directly comparable to Seeland's technical hunting assortment.
• Beretta Apparel: Italian hunting and shooting apparel arm of Beretta, offering technical hunting jackets, vests, and accessories; comparable premium hunting-segment positioning to Seeland.
• Deerhunter (Denmark): Danish-origin hunting apparel specialist producing jackets, trousers, and boots for stalking and driven hunts. Closely comparable to Seeland in product mix, European distribution, and price point.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks4 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/watch?v=ZumGtRI5aHg
• Facebookfacebook.com/SeelandOfficial
• Instagraminstagram.com/seeland_official/?hl=en

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Seeland